You don’t need a big product launch (It will most likely lead to failure anyway)

by Heinizach. Posted on Sep 10, 2020    2    3


Why does a big product launch almost always mean a failed product in tech, think products like:

  • Airtime (Spent millions in marketing https://youtu.be/fYMRpiRSSaw  competing with Chat Roulette and lost)
  • Google Glass (Sergey Brin parachuting into Moscone Center)
  • Quibi (Currently spending millions, but looks like they will fail)

Then we have the biggest tech products and they never had a launch:

  • Google
  • Facebook
  • Instagram
  • Snapchat
  • Vivino (No comparison, but I’m the Founder)

Here is why you should never invest in a big launch. If the product is bad it is a waste of money, if the product is great they will find the product anyway.

Great products release early, listen to their users, and improve. You can’t do that if you do a big launch. A big launch means a finished product. A tech product is never “finished” on the first launch.

Am I wrong? Give me examples that prove the opposite?


Comments

Seedpound 1

when you fail--you built something nobody needed or wanted

xAvi_r 3

You need what I call "incremental launch"!

It is a technique where I launch my product every week or two. I start with small communities/websites and ask for feedback. I measure the behavior of the users, and with the feedback, I plan the next iteration on the product.

When a new version is ready then I launch to bigger communities and apply the same technique.
Once my product is ready, then I can make "big" launches to product hunt/HackerNews, and even start a PR campaign.

That's the technique we applied to my product and it worked very well so far!

Let me know if you want more details about it!

  Heinizach 1

Thanks yes really like that expression. Pretty much what most software companies do would like to hear more.